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INTERVIEW
Jolie Sharpe, the England football fan who captured hearts in her viral Mail Sport interview, has been living life in the fast lane since her rise to social media stardom. Now striding confidently into the limelight as a TV presenter, she helms her own enterprise, JGS Live, where she’s busy shaking hands with TikTok and charming audiences far and wide. With her exuberant presenting style, she brings a fresh spark to the screen, putting sports – especially Formula 1 and football – front and centre. We caught up with this vivacious sports enthusiast, who's represented by Storm Management, to dive into her journey and aspirations.
How did it feel to receive widespread attention from your Mail Sport interview, and what impact has it had on your career?
It was surreal and quite an out of body experience to receive such widespread attention from the interview. Initially, it was just about sharing my excitement and support for the England team and Gareth Southgate, but it quickly turned into something much bigger than I could have ever anticipated. The whole filming experience was less than two minutes and, in that time, has changed my life.
In terms of what impact, it’s had on my career, I was already working in the marketing industry but often found myself hitting obstacles with presenting roles due to a lack of a personal online presence. This experience has opened doors that I could have been trying to find the key to for years and years!
What sparked your deep interest in football and Formula 1, and how do you balance these passions with your role as a presenter?
Growing up in a house with two older brothers significantly shaped my passion for sports, especially football, boxing and Formula 1. From a very young age, I was immersed in the world of sports. My first football game was when I was just two years old, an experience that left a lasting impression and sparked my love for the game. Alongside watching games, I played with toy cars as much as I played with Barbies, which fuelled my fascination with racing and subsequently the fast-paced world of Formula 1.
Balancing these passions with my role as a presenter is incredibly fulfilling. I bring my genuine enthusiasm and personal experiences into my presenting, which I think resonates with my audience. I try to connect with the sports I cover, providing insights that come from a place of true passion and love for the sport, as opposed to analysing the game which differs to traditional broadcasting strategies. I aim to share the excitement surrounding these sports with the viewers, just as I experienced them growing up. It's about sharing that joy with others, and I am grateful for the opportunity to do so in my career.
What motivated you to launch JGS Live at just 21, and what were some of the initial challenges you faced?
The decision to launch JGS LIVE at just 21 was driven by a combination of passion for the media industry with a desire to carve out a unique space within it and wanting to pursue my dream of being a presenter. I saw an opportunity to blend my talent and interests with my drive to create something bigger. The idea was to create an agency that not only delivers engaging content, but also connects and interacts with audiences in real-time, something I felt was increasingly important in the digital age.
One of the initial challenges I faced was being taken seriously at such a young age. There's often a preconceived notion about what a young entrepreneur can achieve, and breaking through that barrier required a lot of persistence and resilience. Additionally, hiring people who were older than me presented its own set of challenges. It was crucial to establish mutual respect and demonstrate leadership qualities that could inspire confidence in my vision, regardless of age. Overcoming these hurdles involved a lot of learning on the job and adapting quickly to the realities of managing a business and a team. It was a steep learning curve, but each challenge has been a valuable lesson in building a successful and respected company with a great team of people.
How do you integrate your interests in fashion, beauty, and lifestyle with your work in sports presenting?
Integrating my interests in fashion, beauty, and lifestyle with sports presenting has been a natural and exciting process. I feel that sports and fashion, beauty and lifestyle can often come hand in hand and enhance the storytelling around sports broadcasting. It is the way the world is moving towards and can be shown by the likes of Charlotte Tilbury’s collaboration with the F1 Academy and Estée Lauder’s collaboration with Manchester United. My approach involves bringing a touch of style and personal flair to the sports presenting arena, which not only makes the segments more relatable and engaging, but also allows me to express my personal brand.
I often incorporate considered fashion choices to my presenting, choosing outfits that are both stylish and appropriate for the sports environment. This has opened up exciting conversations and has allowed me to connect with my audience on multiple levels.
By blending these worlds, I aim to broaden the appeal of sports broadcasting and show that it can encompass various aspects of lifestyle and personal expression. I think this integration not only enriches the content, but also makes it more inclusive and diverse, reflecting the wide range of interests that sports fans can have.
Can you share a memorable moment or story from your coverage of the Euros that stands out to you?
One of the most unforgettable experiences during the Euros happened on the day of the final. I was in the fan square with my family, soaking up the incredible atmosphere and the anticipation of the big game. It was a vibrant, lively scene, filled with fans from all over, buzzing with excitement.
That day marked a significant personal milestone for me as well – it was the first time someone recognised me from my work and asked for a photo. What started as a single photo request quickly turned into a queue of people waiting to take pictures with me! It was both overwhelming and heartwarming to see the impact of my work and to connect with so many people in such a direct and personal way. This moment really stood out to me because it underscored how sports can bring people together and how media and presenting can bridge the gap between the screen and the crowd. It was a great reminder of why I love doing what I do, and it made the experience of the Euros even more special.
What’s the most surprising thing you’ve learned about being a sports presenter, and how has the role evolved for you?
One of the most surprising things I've learned about being a sports presenter is the profound impact that storytelling can have on viewers. Initially, I thought the role was primarily about delivering facts, statistics, and game analyses. However, I quickly realised that the heart of sports presenting lies in the stories behind the scores or the wins – the human elements, the triumphs, the challenges, and the emotions. This realisation has deeply influenced my approach to sports journalism.
Over time, my role as a sports presenter has evolved significantly. It has become much more about connecting with the audience on an emotional level and bringing the stories of athletes and teams to life in a way that resonates with viewers. I've learned to weave narratives that not only inform, but also inspire and engage the audience. This evolution has made my work incredibly rewarding and has allowed me to explore creative ways to present sports content, making each broadcast a unique and enriching experience for both myself and the viewers.
How has JGS Live evolved since its inception, and what are your future goals for the business?
JGS LIVE has scaled significantly since it’s inception. From a team of one, now to a team of over 10, we have hit milestones I could have only dreamed of. We are an official partner of one of the biggest platforms in the world such as TikTok, and everyday are directly responsible for building authentic connections online. My goals are to continue JGS LIVE’s growth alongside scaling my social platforms, which I am fortunate often come hand in hand with each other.
I truly don’t believe I would be in the position I am in now as a presenter without the experience, learnings and inception of JGS LIVE. Having a team around me that support everything is invaluable, and I can’t wait to see JGS LIVE continue to thrive.
How do you engage with your audience on social media platforms like Instagram and TikTok, and what role do these platforms play in your overall strategy?
I view every social media platform very differently. Although they all come under the same category and have a lot of overlapping users, the algorithms are very different and what people want to see are very different.
I break it down in the following ways:
Social media has been the root of my career since the beginning. JGS LIVE is a marketing agency that focuses on social media marketing, and I am a presenter currently with a social-first focus so it is at the heart of both strategies. The advice I give any aspiring business owners and freelancers is to hone in on their social media. Although the content would be very different for an individual VS a brand, it still has the same outcome which is building a strong community. At the end of the day, community is everything.
What advice would you give to young individuals looking to start their own business, especially in a competitive field like sports or media?
There are two pieces of advice shared to me by parents that have both helped me immensely when running JGS LIVE:
My dad’s – ‘fix the roof before it rains’. This taught me that preparation is key. Whether it be doing extensive research to become brand experts for our clients or sending that extra email to a potential new brand; there is no such thing as over prepared. Delegate. Time is everything and as one person, you limit your success. Surround yourself with those who are smarter than you and build a team you trust like you trust yourself. Quality control. The easy solution is almost always never the correct solution.
My mum’s – ‘Reach for the moon, even if you miss, you’ll land among the stars’. This taught me that having a long-term vision is vital. Knowing where you will be in six months is just as important as knowing where you will be in a week. Celebrate the small wins! It’s often easier said than done, but I always try and celebrate every win, so matter how small or big. It’s important to look back to try and imagine how you would feel if that same win that feels small now, would have felt when you first started out.
And of course – never forget your original goals!
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